In conducting environmental investigations of children with elevated blood levels, SCDOH identified numerous cases of lead poisoning in children of South Asian decent associated with the use of consumables imported from India. Although traditional lead poisoning prevention materials were available to educate the community, existing materials did not meet the cultural perspectives of the at-risk audience. Therefore, SCDOH sought to use message targeting to customize lead poisoning prevention messages with the shared characteristics of residents with ties to India. A large proportion of Asian Indian consumers prefer dramatic characterization, colourful acting and emotion as compared to nuanced and subtle messaging. (India Today, 2017) Collaborating with Hindi and Gujarati residents and leaders in Somerset County, SCDOH created an outreach campaign with visuals and content that were reflective of the Indian culture and lifestyle factors. Tying in influences from Bollywood and the India consumer market, the materials had an added level of personal relevance, and were more likely to be viewed and shared by the Indian community – thereby amplifying the lead poisoning prevention messages, and promoting voluntary, positive behavior change.